This study investigates how and to what extent social media communications benefit both travelers and travel agencies throughout the customer journey. Fourteen Tunisian travel agencies were studied using multiple sources of evidence. We found that the integration of owned, earned, and paid social media produces different advantages for travel agencies and offers diverse benefits for their customers at every stage of the customer journey. Furthermore, these positive impacts were fully realized when travel agencies developed a successful communication strategy, allocated appropriate resources, and implemented coherent marketing practices. These findings are detailed and conceptualized in a new theoretical model titled the “Integrated Social Media Success Model”.